Radisys Optimizing VAS for Greater Revenue Generation
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The document discusses optimizing value added services (VAS) for greater revenue generation. It covers 5 technology trends that are optimizing VAS delivery, including the growth of LTE, small cells, offloading data to WiFi and the internet, and machine-to-machine communications with policy enforcement. It also discusses how an IMS architecture can generate VAS revenue through services like VoLTE, video calling, and conferencing using a media resource function (MRF). The presentation concludes by emphasizing how the MPX-12000 MRF platform supports VoLTE, video, and other VAS through high definition voice and video processing capabilities.
Radisys Optimizing VAS for Greater Revenue Generation
- 1. Welcome! October 4 Mobile Data Offloading Optimization November 1 Core Network Optimization: The Control Plane, Data Plane and Beyond December 6 Optimizing Value Added Services (VAS) for Greater Revenue Generation 1
- 2. Today’s Topic & Presenters Optimizing Value Added Services (VAS) for Greater Revenue Generation Nitin Tomar – Sr. Product Line Manager, Radisys Adnan Saleem – Chief Architect, Radisys Ray Adensamer – Sr. Product Marketing Manager, Radisys 2
- 3. End-to-End LTE Infrastructure Radio Access Network Evolved Packet Core Policy Control IP Multimedia Subsystem User Policy & Mobility Charging Equipment IMS Management Routing Equipment Entity Function Home eNodeB Application Media Server Resource Function User Policy & Equipment Charging Equipment Enforcement Internet Function eNodeB LTE Security Serving Packet Gateway Gateway Gateway 75+ Customer Wins 10G 40G ATCA Traffic Management Audio Video Conf Macro Small Cells ~40% ATCA Share Dumb Smart Pipes ~65% Market Share Embedded Wireless Infrastructure Solutions 3
- 4. Agenda Embracing Five Trends for Optimizing VAS Delivery • Presenter : Nitin Tomar IMS Architecture for VAS Revenue Generation • Presenter: Adnan Saleem Conclusions and Q&A 4
- 5. Problem: Data Growth Outpacing Revenues Capacity Mind The Gap Revenue vs. Traffic Growth Traffic Revenues & Traffic Gap Widening Voice Era Revenues Data Era Traffic Doubling every 12 months Must Increase ARPU VideoTextOperators’ Albatross = Must Lower Cost per Bit Source: Cisco VNI Source: Heavy Reading 5
- 6. Monetization Conundrum Backhaul Coverage Churn OTT mVoIP Increase Revenue WiFi High ARPU Increased Cost Bundling Lost Revenue New Devices New VAS Data Cap App Store 6
- 7. Top 5 Technology Disruptions Beyond Devices 7
- 8. 1. LTE Status GSA confirms LTE is the fastest 360 operators investing in LTE in 105 countries developing mobile technology 308 operator commitments in 94 countries 52 commitment trials 11 more countries LTE Subscribers are growing: 113 commercial networks in 51 countries • 17M already on LTE (source GSA) Source: Global mobile suppliers association • 50M LTE connections (source Informa) 76% of mobile operators expect to see VoLTE Asia will become 2nd largest Mobile deployed within 3 yrs Broadband Market in next 4 years 86% support VoLTE • LTE services already launched 54% expect a positive impact of VoLTE on TCO • Growing momentum in ecosystem & performance 50% expect VoLTE to improve revenues & user Asia and US leading the VoLTE charge experience • SK Telecom, LG U+, Verizon, MetroPCS Source: Senza Fili Consulting • LTE VoLTE devices available this year. Beyond Messaging & Internet, mobile operators are becoming “invisible service enabler” (source Informa) 8
- 9. 2. Small Cells & Gateways Femto, Metro, Micro, Pico cells E-UTRAN Architecture LTE Smallcell GW LTE Smallcell •Intelligent Edge •Intelligent Device •Aggregation Point •Operator controlled MME / Serving GW MME / Serving GW S1 S1 X2 eNodeB eNodeB HeNodeB HeNB Gateway eNodeB HeNodeB HeNodeB VAS Opportunities Location based services Content Caching Context aware services Analytics 9
- 10. 3. Offload WiFi & Core Network Offloading Offloaded data traffic to PDN Internet Smart Offloading Gi •Application specific offload •Reduce OPEX / CAPEX WiFi access •Minimize traffic to CN WiFi Access Traffic Offload Gi Macro access Iub Iu Iu Node B UE RNC SGSN GGSN Iu Femto access Femto / Small cell Iuh HNB-GW VAS Opportunities • Application specific offload • QoS & Analytics • Premium Services with Tiered pricing • Context Aware Policy 10
- 11. 4. Machine to Machine 50 Billion Connected Devices by 2020 Messaging, Charging Charging & Device Registration GPRS Core CGF HSS SMSC SGSN GGSN BTS/BSC Policy Network Policy NodeB/RNC PCEF PCRF eNodeB MME SGW PGW Applications M2M Applications LTE EPC Application Server VAS Opportunities • Consolidated Billing • Policy enforcement • Device bandwidth usage billing • Performance Management • Post-analytics of data • Network Planning 11
- 12. 5. Cloud (Media Processing as a Service) Media Processing in Cloud Layers (IaaS, PaaS, SaaS) Complete Communications Applications Hosted in Cloud (eg. Multimedia Conferencing) Realtime Communications Services APIs (Create and Deploy Communications Apps) Compute, I/O, Storage, Load Balance, Redundancy Tuned for Realtime 12
- 13. 5. Cloud Cloud Media Processing for Peak Capacity IaaS media processing Consistent end-user Normal Traffic Configuration during peak traffic • Release resources when back to experience normal • Same service quality, • Benefit - Minimizes service features, and performance 24/7 provider expense profile Application Server (AS) PSTN Cloud Media Phone Services Provider Service (IaaS) 2G Cellular Provider Virtualized Media Resources Laptop with VoIP Client IP Media Server (MRF) LTE Smartphone with App VAS Opportunities • New business models • RCS-e opportunities • Rent Media Processing Capacity • Innovation in Apps by developers 13 • Multimedia, RBT, Conf in Cloud • Pay per use
- 14. Top 5 Technology Disruptions Beyond Devices 14
- 15. Agenda Embracing Five Trends for Optimizing VAS Delivery • Presenter : Nitin Tomar IMS Architecture for VAS Revenue Generation • Presenter: Adnan Saleem Conclusions and Q&A 15
- 16. The Path to Revenue Growth Large Investments in LTE Infrastructure • Investment Recovery Largely via Broadband Data Plans But Revenues Need to Grow Beyond Data Plans • Supplement via VoLTE, RCS, Other Value Added Services • 4G/LTE Enables New Models for Video Services VoLTE, RCS, Video, and other VAS driving need for IMS Media Plane Processing in IMS driving need for MRF 16
- 17. VoLTE Use Cases Requiring MRF Most VoLTE / Video pt-to-pt calls do not need MRF • If both ends have same codec, then established call path doesn’t pass through MRF But many VoLTE / Video services do need MRF • Basic Network Services – Playing a network announcement (basic service) – Collecting digits with announcements (IVR) – IP-to-IP transcoding (e.g. AMR-WB <-> AMR-NB) • Revenue-Generating VAS services – Playing a ringback tone – Messaging (record and playback) – Conferencing – Branded advertising – And many more…. 17
- 18. MRF in LTE IMS Core Deployments GPRS Core Services in 2/2.5G Packet Data Network (Getran) SGSN HSS PCRF BSC AS AS Rx CSCF 3G IMS (UTRAN) ISC Mr Mr’/Cr Core RNC MME 4G/LTE Mb MRF eNodeB Evolved Packet Core SGW PGW Internet Multiple Applications (MMTel AS, RCS, Conferencing) Corporate Intranets VoLTE/RCS and 3GPP Standards Compliance Scalable HD Video and Transcoding for Mass Deployment, Multiple Device Types and Protocols/Codecs MRF Reuse Across Multiple Media Applications 18
- 19. MRF in 3GPP IMS Architecture AS AS AS Services Application Layer Creation Control HSS S- Control Layer CSCF Mr Mr’/Cr PCR S- MGCF/ F IBCF CSCF SGF MRF LTE RACS Access PDF Mp Mp MRFC IBGF GGSN/ Mb Mb Internet BAS/ A-BGF IMS- PGW Bearer/ GW MRFP Media Plane SGSN/ Non-LTE MGW Access SGW Access Layer BSC RNC CMTS DSLAM WAG eNode B 2G Wireless 3G Wireless Cable DSL WLAN PSTN 4G/LTE • MRF Provides Media Plane Resource for All IMS Applications • LTE and Non-LTE Access Networks 19
- 20. MRF Characteristics in VoLTE End to End IP (No CS Domain Voice) • Increases and exposes network bandwidth variability from end terminals directly to MRF (i.e., no CS-IP MGW) Key Aspects of MRF in LTE and non-LTE Deployments • IMS-based All-IP voice and video (multiservice MRF) • Service continuity with legacy 2G/3G handsets (via IMS GWs) • High availability with low latency and jitter (media quality) • New services for increased revenues (app-independent MRF reuse) MRF: Essential Resource for VoLTE Supplementary Services • Network voice services (Ann, IVR, RBT) • Two-way or multi-party (conferencing) • Voice and Video quality for IP mobile environment • Media recording / Legal Intercept • Media transcoding / content adaptation 20
- 21. VoLTE and Video MRF – Challenges 1. High variability in mobile access network 2. Packet loss due to fading 3. Increased delay and echo 4. Increased diversity of protocols and codecs 5. Increasing need for policy controls/enforcement 6. Increasing density and bandwidth needs 7. Coexistence of IPv6 and IPv4 in 4G / LTE 8. Managing QoS and congestion, end-to-end 9. Voice/Video Quality Enhancements in an All-IP network 10. Reusability across diverse IMS applications 21
- 22. Trends and Impacts on MRF Design Mobile Data Bandwidth Mobile Data Bandwidth LTE MRF Requirements Broadband, but highly variable Support for 2-way Interactive Services QoS and Policy Enforcement Support for 1-way Streaming Services Dynamic Rate Adaptation, Adaptive Bitrates Policy Enforcement Functions via PCRF Bandwidth Policy Control Resource Function (PCRF) AS time IMS Core 4G IP Handsets (IPv6) Evolved Multimedia Packet LTE Packet Content 2-way (RTP, RTCP) Core Network Radio Access Network 1-way (HTTP, RTMP, RTSP) Radisys Media Server (LTE IMS MRF) 22
- 23. Trends and Impacts on MRF Design Mobile Applications Mobile Applications LTE MRF Requirements Growing 3rd party applications and cloud Network-based MRF under services based on network MRF services, 3rd party network or device applications exposed by Open APIs Growing interest in MRB (Media Resource Broker) 3rd Party 3rd Party Network Application Network Device Server(s) Applications MRF Applications Resources Open Application APIs Application Network CSCF MRF Server(s) Resources Open Application APIs Evolved Media Resource Broker Packet (MRB) LTE Packet Core Network IMS Core Radio Access Network MRF Resource Radisys Pool Media Server (LTE IMS MRF) 23
- 24. Trends and Impacts on MRF Design LTE Device Evolution LTE Device Evolution LTE MRF Requirements More Devices, Increasing Capabilities H.264 Video (Baseline to High Profiles) Wideband Audio Codecs MPEG-4 High-end (HD) Video AMR-WB … with dynamic transcoding / transrating 64 kbps 384 kbps – 768 kbps 768kbps – 3 Mbps 3+ Mbps (HD) (Synchronous up/down) (Synchronous up/down) Audio Video Narrowband -> Wideband -> Full Band Small Screens & Low Bitrates -> HD High Framerates GSMA IR.92 GSMA IR.94 24
- 25. IMS Services Core for Video VAS and Conferencing Smartphone Small IP WAN Mobile Broadband Screen 4G/LTE, WiFi, HSPA Video Tablet Mobile Laptop IMS Services Core Wireline Broadband DSL, Cable HSS/PCRF Application Home Server (AS) Office (SMB) Enterprise UC Corporate Office IP VPN Call State Control Desktop Function (CSCF) Media Resource Video Corporate Content/ Function (MRF) HD HD Video Storage Head Video HD MCU Office Telepresence 25
- 26. RCS Video Call/Share, Video Stream, Video IVVR, Video RB, Video Conf Use Cases 26
- 27. MPX-12000 – VoLTE / Video MRF Video & Voice over LTE VoLTE Media Resource Function • High Definition Voice, including AMR-WB • VQE – critical media conditioning in noisy wireless environment RTP media processing for RCS services Conversational / Streaming Video • Video Calling – HD video 720p, H.264 • Video Conferencing • Video Transcoding Audio/Video VAS • Conferencing, Ringback, Multimedia mail… Open 40G ATCA Platform "Mavenir has already integrated the Radisys CMS-9000 media server with our mOne Convergence Platform for one of our LTE operator deployments…. Products like the MPX-12000 – with a design objective to increase MRF media processing capacities for mobile video services – offers an enticing MRF product evolution for LTE operators" – Terry McCabe, CTO, Mavenir Systems 27
- 28. Summary 5 Technology Trends for Optimized VAS Delivery • LTE • Small Cells • Internet Offload • M2M with Policy • Cloud IMS Architectures for Revenue Generation • VAS Services – driving need for IMS and MRF • Other Services – RCS, VoLTE, Video • MRF Design Characteristics • Mobile Video Conferencing 28
- 29. Thank You! Nitin Tomar Nitin.tomar@radisys.com Adnan Saleem adnan.saleem@radisys.com Ray Adensamer ray.adensamer@radisys.com ~Please fill out our short survey~ THANK YOU FOR ATTENDING! 29